Faktor-faktor yang Memengaruhi Customer Loyalty pada Konsumen Fast Food Restaurants di Kota Batam
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Abstract
The purpose of this study was to determine whether service quality, atmosphere, price fairness, food quality, and brand trust affect customer loyalty through customer satisfaction as mediating variable. 300 samples were collected through questionnaires of people who had visited fast food restaurants in Batam City using the convenience sampling method. This sample is then processed using SmartPLS 3.0. The results of the processed analysis show that the variables of atmosphere, food quality, and brand trust significantly affect consumer satisfaction and loyalty through mediation. However, the variables of service quality and price fairness proved to be insignificant.
Tujuan dari penelitian ini adalah untuk mengetahui apakah kualitas layanan, suasana, kewajaran harga, kualitas makanan, dan kepercayaan merek berpengaruh loyalitas dengan mediasi kepuasan. 300 sampel dikumpulkan melalui kuesioner kepada masyarakat yang pernah mengunjungi restoran cepat saji di kota Batam dengan metode convenience sampling. Data ini kemudian diolah dengan menggunakan SmartPLS 3.0. Hasil analisis yang diolah menunjukkan bahwa variabel suasana, kualitas makanan, dan kepercayaan merek secara signifikan berpengaruh terhadap kepuasan serta loyalitas konsumen melalui mediasi. Namun variabel kualitas layanan dan kewajaran harga justru terbukti tidak signifikan.
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